Mass communications

Growing pains: next week's Promax '96 jamboree will highlight the increasing importance of promotions in the cut-throat world of commercial TV - but is ITV underselling itself on screen?

Article Abstract:

ITv has launched a 5 million pounds sterling promotional campaign is part of its battel to protect its advertising share. The launch of Channel 5 in January is expected to make a large dent in ITV advertising revenues, and network bosses will be looking to ITV's presentation and promotions departments, where eyecatching programme trails and promotions will be necessary to keep viewers. However some believe that ITV has a lackadaisical approach to promotions.

Star cheque: the importance of scoring instant hits has made light entertainment programmes relay on the qualities of the presenter - driving up the cost of on-screen talent for a select few. But is this reliance on stars making independents vulnerable?

Article Abstract:

Popular programming relies on the qualities of the presenters for its success and ITV companies are quick to book major names, such as London Weekend with Barrymore and Jeremy Beadle. However there is increasing competition from satellite and cable and access to stars is expected to dwindle. Agents will become more signficant as TV talent brokers, although lobbying will forces talent costs up.

Crew that can cut it

Article Abstract:

Rates for freelance production crews have stabilised since 1995. On the Case crewing agency has found that large companies hiring crews are moving towards daily rates instead of hourly rates. Hiring staff in this way enables the company to extend the working day and avoid overtime payments, but they are also able to offer long term contracts.